Chapter 55: The Future of Public Relations and Integrated Marketing Communications

The primary objective of this book is to document, by example and leadership, how powerful and productive communications, as defined by the professional field of public relations, can help us lead society, industry, business, organizations and stakeholders. The field of public relations as a professional education degree offers the student and participant both the widest and deepest use of his or her mind and the challenge of applying ideas into organizational action. The chapter closes with predictions for the future in the areas of societal level, industry level, organizational level and stakeholder integration.

Clarke Caywood Biography